social media measurement and planning - beyond the like

Beyond the LikeSocial Media Measurement and Planning

DMA Data Conference 1st March 2012

@RogerWarner@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk

http://twitter.com/rogerwarner


http://twitter.com/contentmotion


mailto:[email protected]

mailto:[email protected]

http://www.contentandmotion.co.uk

http://www.contentandmotion.co.uk

@RogerWarner / @ContentMotionWhat You’ll See

2

• A talk about Social Media measurement and planning• Some things to avoid

• Platform trouble• Egomania• Boring trivia• Case study-ism• Wonk-ism

• A sensible game plan• A call to action





@RogerWarner / @ContentMotion

• Creative Social PR Engagement

• Independently owned. Formed Jan 2009

• 15 staff and growing

• 20 active clients

• OTE of £1m this year

• (All revenue is Social PR and majority is retained)

3

We Help Brands Creatively Engage with the Social Web






• Instant international scale and coverage

• Pure play social media specialist

• Extensive social media experience

• Expert execution: cultural and local insight

• Central management model - single point of contact

Box Network: Founding Partner

4Italy Germany France UK Switzerland





http://www.boxnetworkeurope.com/





































5

A horse is measured in hands, not hoofs

What’s the ROI of a horse..?

Avoid #1: Platform Trouble - The Value of Pinterest?

@RogerWarner / @ContentMotion7

What’s the Value of Pinterest?

Stop.The.Press.

In case you haven’t heard, last night TechCrunch announced that Pinterest hit 11.7 million UMVs, becoming the fastest standalone site ever to surpass 10 million monthly uniques. This presents a huge opportunity for brands...





http://blog.ogilvypr.com/2012/02/pinterest-hits-11-million-umvs-and-8-tips-for-brands/

http://blog.ogilvypr.com/2012/02/pinterest-hits-11-million-umvs-and-8-tips-for-brands/

http://techcrunch.com/2012/02/07/pinterest-monthly-uniques/





Pinterest: OMG!!

From visual.ly

People are spending more time on Pinterest than Google+ and LinkedIn





http://visual.ly/users-spend-more-time-pinterest-twitter-linkedin-and-google-combined





Pinterest: The Eye of the Beholder

From visual.ly

There are not that many people on Pinterest





http://visual.ly/pinterest-usa-vs-uk






Don’t Start Here

(Beware the numbers game.)

...and watch out for excitable pundits.






It’s Getting Frothy Again

EyeballsUniques...etc

FansLikesRepinsReblogsRe, rewind...etc

Amazingly exciting numbers that bear no real meaning without context. Platforms are huge and very hard to measure in and of themselves.

A new communications platform






12

Movable Targets






13

Five Easy Program Rules


Don’t Start Here

(Don’t start your planning with platforms)

‘Facebook’ isn’t your goal ...even if Acme Corp is doing it.





Avoid #2: Egomania - The Real Value of Your Brand?

@RogerWarner / @ContentMotionWhich of these Statements are True?

16

• Utterly Butterly provides a compelling online experience

• Harley Davidson nurtures amazing brand ambassadors

• TomTom sends Santa Claus around the Facebook map - engagement up by 500%

• ASOS delivers more customer satisfaction each day on Twitter than M&S does by phone

• Ryan Air doesn’t give a hoot about social responses

• KLM does

• TopMan is more engaging than Burberry

• ...does the customer care as much as we do?






What People Want






21Planning Governed by Sanity


What’s it all About...?

22

It’s all about the share

(The root of all good measurement)






What People Will DoFrom ‘The Future of Sharing’

We’ll need to work harder to generate key actions in the future





http://www.slideshare.net/nickrappolt/future-of-sharing-beyond












What People Will DoFrom ‘The Future of Sharing’

Our analytics will also need to be smarter and more integrated with offline activities

















Don’t Start Here

(Plan around people... and people-based measures, like SHARING!)

Remember, people use Social Media to communicate with people, not to communicate with brands.





Avoid #3: Boring Trivia - The Value of a Like


Social Media Measurement






What You Can Get






What You Can Also Get (Very)






Don’t Start Here

(The Like!? Don’t even go there.)

It’s not nice. Makes your head hurt. And your CFO will laugh you out of the room.





Avoid #4: Case Study-ism


ASOS on Facebook

3% of originating stories are posted by page admins97% are posted by FansBoth sources generate approximately the same response rates from fans (1k ‘ish)The lion’s share of page admin effort is directed at fan-generated content, not brand content

From @MediaCzar, StarCom MediaVest





http://blog.magicbeanlab.com/



Budweiser on Facebook

32% of originating stories are posted by page admins58% are posted by FansBrand-driven content generates a disproportionate volume of responses from FansThe lion’s share of content is fan-generated, not brand-generated

From @MediaCzar, StarCom MediaVest








What People Really Do

From ‘The Science of Sharing’

Search TalkingBrand site

Social is currently more important and influential in sectors whose products and services require less research investment and ‘involvement’ (where ‘involvement’ relates to anything from and including product knowledge, monetary value, historical buying patterns, etc)





http://bynd.com/wp-content/uploads/2011/science-of-sharing.pdf

http://bynd.com/wp-content/uploads/2011/science-of-sharing.pdf


What Does this Prove?

(All brands are different.)

It may not be wise to measure like your neighbour - and try to avoid sector envy.





Avoid #5: Wonk-ism


IAB

Do read this. It’s very, very good. Just not too sure about the neatness of the ‘i’, the ‘a; and the ‘b’.






Don’t Measure Acronyms

(Don’t Measure Acronyms)

Just don’t. Too contrived?






On Engagement

‘Engagement’ is an unworkable and meaningless

concept. It means everything. And absolutely

nothing. And as such it cannot possibly claim to be

any kind of metric.

Too many ‘engagement’ zealots take the easy path,

choosing to measure what’s easy to measure, but

sidestep the far harder task. They focus on

intermediate measures (communication and brand

responses) at the expense of hard business and

purchase behaviour measures.

Martin Weigel, Head of Planning, W+K Amsterdam: ‘Engagement’: Fashionable Yet Bankrupt





http://mweigel.typepad.com/canalside-view/2011/09/fashionable-yet-bankrupt.html

http://mweigel.typepad.com/canalside-view/2011/09/fashionable-yet-bankrupt.html


Don’t Start Here

(Don’t measure engagement.)

It’ll p*ss Martin off.





A Sensible Game Plan


True Cost of a FanFrom @MediaCzar, StarCom MediaVest

(Obviously...)








Facebook Premium for Brands

Beyond Edgerank - “Reach Generator’: Pay to ensure 75% of updates are seen by fans.

Every ad will start as a news story.

New premium ad format - any post can be changed to appear in newsfeed, at right hand side of page, mobile news feed, and logout page.

If you’re not paying for the product, you are the product.

The value of a fan is an ad unit. Welcome to the Matrix : )






44

What’s the ROI of a horse?

Speed Pulling powerRecreation Paddy Power

@RogerWarner / @ContentMotionThe Value of a ‘Fan’?

45

• The value of earned media they deliver (fans as message beacons)• The value of direct sales they generate (fans as DR)• The value of indirect sales they generate (fans as referral scheme)• The value of sales leads they generate (fans as CRM)• The direct effect they have on other established disciplines such as Search (fans as SEO)• The effects that being a fan have on purchase patterns (fans for lifetime value)• The value of indirect costs they reduce on the business (fans for customer service / R&D)• The reduction in service delivery costs (Facebook, etc, as media partner)• The value of brand awareness, recall, preference that they generate (fans as PR)

• ...or, the relative value of a known and desired outcome - take your pick and start charting





@RogerWarner / @ContentMotionDMA Frameworks - A Disclaimer

46

• A work in progress• DMA best practise measurement frameworks forthcoming• A series of ‘off the shelf’ documents to help you to plan and measure campaign effectiveness• Organised by outcomes - e.g.

• Brand awareness• Lead acquisition• Ecommerce sales• Search optimisation• ...etc





@RogerWarner / @ContentMotionThe Value of an Outcome (Macro)

47

Reduction Marcoms Cost

EnhancementBrand

Reduction Service/R&D Cost

EnhancementSales





@RogerWarner / @ContentMotionWhat and Where to Measure

48

Reduce Marcoms Cost

EnhanceBrand

Reduce Service/R&D Cost

EnhanceSales

Your brand presence/visibility on ‘leased’ spaces...Google, Facebook, Twitter, etc

Customer activity on ‘owned’ spaces...Web site, stores, conferences, etc

Cost analysis vs traditional channels...support, research, etc

Cost analysis vs traditional media...print, TV, etc






49

The Social Funnel - Driving Some Action


Reporting 101

TomTom Xmas 2011 SantaNav Facebook campaignMeasuring the outcomes that matter to the workBrand enhancement - reach, interactions, acquisition






-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Q1 Q2 Q3 Q4

Average Monthly TomTom Brand Mentions

Mentions

-

5,000

10,000

15,000

20,000

25,000

Jan-

11

Feb-1

1

Mar-

11

Apr-11

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-1

1

Nov-1

1

Dec-1

1

Volume of TomTom Twitter Followers

Followers

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Jan-

11

Feb-1

1

Mar-

11

Apr-11

May

-11

Jun-

11

Jul-1

1

Aug-1

1

Sep-1

1

Oct-1

1

Nov-1

1

Dec-1

1

Volume of TomTom Facebook Fans

Fans

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan-11

Feb-11

Mar-11

Apr-11

May-11

Jun-11

Jul-11

Aug-11

Sep-11

Oct-11

Nov-11

Dec-11

Sentiment Around TomTom Across All Media Sources

NEU NEG POS

TomTom Social Media Performance FY2011





@RogerWarner / @ContentMotionRecap

52

• Don’t fixate on the platforms - Google+ might not matter to you

• Don’t overestimate the interestingness of your brand on Social - you’ll miss your KPIs

• Don’t fixate on every possible action - a Like and a RT have no true meaning

• Don’t get hung up on irrelevant case studies

• Have a healthy distrust of frameworks (inc ours) and the fluffy stuff

• Create plans, goals and measurements around outcomes

• Align these outcomes to your regular business operations

• And remember...






Remember...

(Social Media didn’t invent marketing.)

It just made it a little different. Think: shock of the old. Mix the new with the known.

Please tune in to developments from the DMA Social Media Council - we will blog all our progress as we create our measurement frameworks. We would appreciate your input.





Thank You!

social media measurement and planning - beyond the like

Business